Ramya Chatterjee
The domain of education is becoming increasingly tech-driven. As a result, EdTech and skill development firms are constantly facing pressure, not only to innovate but also to market responsibly. Given this context, several industry players often rely on exaggerated claims to outdo their competitors, which eventually erodes trust among students and parents. As individuals have now become more cognizant, it is imperative that brands move away from overstatements to embrace ethical storytelling. This means relying on real outcomes, transparent data, and human experiences to shed light on learning journeys.
The prevalence of misleading marketing has been well documented. A report by the Advertising Standards Council of India (ASCI) states that more than a quarter of EdTech advertisements promise guaranteed results, often without offering adequate evidence to back these claims. Most of these advertisements spotlight outstanding student outcomes, placing them as the standard, which in turn creates high expectations among parents and learners. In response to this, regulatory bodies have issued warnings to EdTech organisations against the use of misleading tactics and noted the urgent need for transparency and accountability.
Beyond extravagant promises, public discontent has emerged on issues like poor infrastructure, inconsistent teaching quality, and lack of clarity around fee refunds, with many aggrieved parents expressing their concerns on social media platforms. The report also reflected that EdTech messaging is heavily skewed in favour of traditional academic success. It sidelines learners who are naturally curious or inclined towards alternative career pathways. Experts have criticised such advertising for showcasing children as competitors in a high-stakes academic battlefield. This irrefutably calls for a narrative with diversity of learning at its core.
To regain credibility, EdTech and skill development companies need to ground their messaging and support it with provable claims. This implies that communication should hinge on third-party assessments or research-oriented metrics. Equally crucial is selecting success stories that showcase relatable progress rather than perfection. A learner who has struggled, persevered, and made remarkable progress is much more believable than a guaranteed topper. Over time, this approach will indeed build trust and safeguard student dignity.
Numerous platforms today provide opportunities to make marketing more transparent. EdTech players and skill development firms can make use of custom learning dashboards which track learner progress as well as time spent on modules. This data can, eventually, be displayed in their marketing materials to show concrete results. Akin to this, social media platforms can be used to display behind-the-scenes footage of classroom settings, student journeys, or instructor Q&As. By hosting live demo sessions or parent orientation programmes virtually, EdTech companies can further create spaces for transparent dialogue. Armed with these tools, firms can shift the narrative from vague promises to verifiable experiences, thus making learning journeys more believable.
In sum, trust is more than a brand asset for EdTech and skill development companies; it’s the foundation. Consequently, ethical storytelling is the need of the hour to make them stand out in a crowded market.
The author is the chief of Solitaire Brand Business and the CEO & Director of Prointek Global Innovations